Footwear & Accessories top online fashion searches

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New Greenlight report reveals most popular fashion wear search terms and most visible retailers, online.

Greenlight's research finds that in June, consumers made 11.8 million searches on Google UK for fashion wear, up on March’s 10.3 million.

Consumer online searches for shoes & accessories outperformed those for womenswear, menswear and even dresses, reveals a report by leading digital marketing agency, Greenlight.

According to the research, "Fashion Sector Report Issue 18", in June, consumers made 11.8 million searches on Google UK for fashion wear, up on March’s 10.3 million.

Shoes & accessories accounted for 34% of those queries (over 4 million), 9% of which were made using mobile devices and 25% on laptops.

The keywords ‘shoes’ and ‘watches’ were the two most queried footwear & accessories-related terms attracting 143,100 and 63,000 searches, respectively.

Greenlight’s report also showed keywords used to look for shoes & accessories online, varied by device.

For example, ‘wedges’ was one of the ten most queried keywords via mobile devices but not on desktops. Also, whilst ‘accessories’ featured in the top 10 searches on desktops, it was not so in the case of mobile devices.

Other findings from the report show that of the 8.5 million searches using laptops for fashion-related keywords, ‘prom dresses’ was post popular. Of the 3.3 million made via mobile devices, ‘dresses’ was the term that topped the bill.

Greenlight’s report also ranked the most prominent sites based on their visibility to searches. was the most visible retailer for searches on both desktops and mobile devices. In the case of the former, it attained a 33% share of visibility in the natural listings* and 62%** in the paid listings. In the latter, it secured 50% and 62%, respectively

Ebay was the most visible brand in Greenlight’s social media analysis.


Notes to Editors:

*Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media – an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight’s report "Fashion Sector Report - Issue 18", profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in Natural Search, Paid Media, and Social Media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for womenswear, menswear and shoes & accessories. Comparisons for searches made via Computers (laptops/desktops) and Mobile Devices (tablets & smartphones) are given for each.

Greenlight’s research covers the following industries and sectors:

HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

To arrange an interview or for further information about this report, Greenlight’s research portfolio or bespoke reports, please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna(dot)rao(at)greenlightdigital(dot)com

About Greenlight:

Greenlight is a leading independent digital marketing agency. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.


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Krishna Rao
+44 20 3326 6232
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